Florida has another record tourism year

Published: Monday, February 18, 2013 at 1:55 p.m.

Last Modified: Monday, February 18, 2013 at 7:12 p.m.

Southwest Florida and the state overall posted a second consecutive year of record tourism in 2012, the result of economic improvements nationally and gains in consumer confidence.

Although the state and the region experienced improvements in numerous categories, the biggest increases last year were in visitor spending and the number of international visitors who came here, data show.

In Sarasota County, spending was up almost 14 percent last year when compared with 2011, according to Visit Sarasota County, the county’s tourism bureau.

“When I look at our reports, we’re very strong and have seen excellent growth,” said Virginia Haley, Visit Sarasota’s president.

Statewide, tourism and recreation-related taxable sales rose nearly 7 percent in 2012 and increased each month from January through November, according to the most recent statewide data available.

Visit Florida, the state’s tourism bureau, said Monday that the state had an estimated 89.3 million visitors last year, the second year in a row that the numbers have shattered previous marks.

“We are incredibly encouraged by the tourism industry’s record numbers in 2012,” said Will Seccombe, Visit Florida’s chief executive.

Tourism is critical to Florida because it is the state’s biggest industry, accounting for more than $70 billion in spending annually.

The record numbers occurred despite fears that Hurricane Sandy, which devastated parts of the East Coast in October, and the uncertainty surrounding the November presidential election would derail — or at least slow — the pace of visitors.

At the same time, Florida outpaced the nation in growth of its market share, according to preliminary data from Smith Travel Research, a Tennessee firm that keeps tabs on the Sunshine State for Visit Florida.

At least part of that surge was the result of foreign — and especially Canadian — travel, Visit Florida noted.

The agency estimated that a record 10.2 million overseas visitors — along with 3.6 million Canadians who spent an estimated $4.5 billion — came to Florida in 2012, both record highs. That represented a 9 percent and 7.3 percent increase, respectively.

Domestic travel to Florida last year, by comparison, rose a more modest 1.2 percent from 2011.

“Surpassing the 10 million overseas visitor mark for the first time ever is a significant milestone for Florida’s tourism industry,” said Glenn Hastings, Visit Florida’s chairman and and executive director of the St. Johns County Tourist Development Council.

“With over 10 percent of all Canadians traveling to Florida last year, we are exceedingly grateful for the loyalty of our friends and family to the North,” Hastings said.

The Canadian travel numbers come amid a dust-up with Great White North visitors over an arcane state law that took effect Jan. 1. It forces foreign visitors to get international driver’s permits.

Tourism officials and analysts say the requirement, left unchecked, could have a potentially damaging and widespread impact on Florida tourism.

In Southwest Florida, international travel boomed last year, and that trend is expected to continue in 2013, Haley said.

The number of European travelers was up 21 percent in Sarasota County and 20 percent in Manatee from 2011, data collected by the visitor bureaus show.

Overall, the number of visitors to Sarasota County was up almost 9 percent during fiscal year 2012, which ended in September, Haley said.

Keeping with the trend, in December tourism bed taxes rose 16 percent as compared to the same month in 2011, Haley said.

December is especially critical because it often augurs how strong visitor traffic will be for the year.

“We had a strong season in 2012, and it looks like we will be up again in 2013,” Haley said. “Initially, hotels in our area were just on pace at the start of the season, but then it really picked up after the election.”

The increases extended to hotels and vacation rentals, which were able to hike rates amid increased occupancy last year after years of stagnant growth.

Average daily revenue per room, meanwhile, spiked 7.6 percent in Florida during 2012 when compared with 2011. By comparison, nationwide the gain was 7.3 percent.

As a result, Visit Florida said that the number of jobs tied directly to tourism hit a record 1.03 million last year, as businesses ramped up in response to a greater number of visitors.

Haley said a colder than average winter in much of the Northeast and Midwest also should translate into a record high tourism season in 2013, though there is growing concern that the political chess match over budget cuts and taxes playing out in Washington, D.C., could yet crimp tourism here.

“The only thing I worry about is what will happen in Washington in March, and how that will affect consumer confidence and the potential impact it will have on travel plans,” Haley said.

<p>Southwest Florida and the state overall posted a second consecutive year of record tourism in 2012, the result of economic improvements nationally and gains in consumer confidence.</p><p>Although the state and the region experienced improvements in numerous categories, the biggest increases last year were in visitor spending and the number of international visitors who came here, data show.</p><p>In Sarasota County, spending was up almost 14 percent last year when compared with 2011, according to Visit Sarasota County, the county's tourism bureau.</p><p>“When I look at our reports, we're very strong and have seen excellent growth,” said Virginia Haley, Visit Sarasota's president.</p><p>Statewide, tourism and recreation-related taxable sales rose nearly 7 percent in 2012 and increased each month from January through November, according to the most recent statewide data available.</p><p>Visit Florida, the state's tourism bureau, said Monday that the state had an estimated 89.3 million visitors last year, the second year in a row that the numbers have shattered previous marks.</p><p>“We are incredibly encouraged by the tourism industry's record numbers in 2012,” said Will Seccombe, Visit Florida's chief executive.</p><p>Tourism is critical to Florida because it is the state's biggest industry, accounting for more than $70 billion in spending annually.</p><p>The record numbers occurred despite fears that Hurricane Sandy, which devastated parts of the East Coast in October, and the uncertainty surrounding the November presidential election would derail — or at least slow — the pace of visitors.</p><p>At the same time, Florida outpaced the nation in growth of its market share, according to preliminary data from Smith Travel Research, a Tennessee firm that keeps tabs on the Sunshine State for Visit Florida.</p><p>At least part of that surge was the result of foreign — and especially Canadian — travel, Visit Florida noted.</p><p>The agency estimated that a record 10.2 million overseas visitors — along with 3.6 million Canadians who spent an estimated $4.5 billion — came to Florida in 2012, both record highs. That represented a 9 percent and 7.3 percent increase, respectively.</p><p>Domestic travel to Florida last year, by comparison, rose a more modest 1.2 percent from 2011.</p><p>“Surpassing the 10 million overseas visitor mark for the first time ever is a significant milestone for Florida's tourism industry,” said Glenn Hastings, Visit Florida's chairman and and executive director of the St. Johns County Tourist Development Council.</p><p>“With over 10 percent of all Canadians traveling to Florida last year, we are exceedingly grateful for the loyalty of our friends and family to the North,” Hastings said.</p><p>The Canadian travel numbers come amid a dust-up with Great White North visitors over an arcane state law that took effect Jan. 1. It forces foreign visitors to get international driver's permits.</p><p>Tourism officials and analysts say the requirement, left unchecked, could have a potentially damaging and widespread impact on Florida tourism.</p><p>In Southwest Florida, international travel boomed last year, and that trend is expected to continue in 2013, Haley said.</p><p>The number of European travelers was up 21 percent in Sarasota County and 20 percent in Manatee from 2011, data collected by the visitor bureaus show.</p><p>Overall, the number of visitors to Sarasota County was up almost 9 percent during fiscal year 2012, which ended in September, Haley said.</p><p>Keeping with the trend, in December tourism bed taxes rose 16 percent as compared to the same month in 2011, Haley said.</p><p>December is especially critical because it often augurs how strong visitor traffic will be for the year.</p><p>“We had a strong season in 2012, and it looks like we will be up again in 2013,” Haley said. “Initially, hotels in our area were just on pace at the start of the season, but then it really picked up after the election.”</p><p>The increases extended to hotels and vacation rentals, which were able to hike rates amid increased occupancy last year after years of stagnant growth.</p><p>Average Florida room rates jumped 4.2 percent, while occupancy rates increased 3.2 percent as compared with 2011, Visit Florida reported.</p><p>Average daily revenue per room, meanwhile, spiked 7.6 percent in Florida during 2012 when compared with 2011. By comparison, nationwide the gain was 7.3 percent. </p><p>As a result, Visit Florida said that the number of jobs tied directly to tourism hit a record 1.03 million last year, as businesses ramped up in response to a greater number of visitors.</p><p>Haley said a colder than average winter in much of the Northeast and Midwest also should translate into a record high tourism season in 2013, though there is growing concern that the political chess match over budget cuts and taxes playing out in Washington, D.C., could yet crimp tourism here.</p><p>“The only thing I worry about is what will happen in Washington in March, and how that will affect consumer confidence and the potential impact it will have on travel plans,” Haley said.</p>